“Cop On and Cover Up” is a citizen-focused skin cancer awareness campaign created for the Irish Cancer Society, aimed at tackling Ireland’s rising rates of skin cancer with a punch of humour and bold visual impact. The campaign speaks directly to Irish people in a culturally relevant tone colloquial, cheeky, and attention-grabbing.
Centerd around two illustrated young characters who are visibly sunburned, comically red, shocked and uncomfortably relatable. Their exaggerated expressions and visible tan lines poke fun at a shared Irish experience: underestimating the sun and ending up scorched. By exaggerating the effects of sunburn in a cartoon-like style, the visuals cut through the usual fear-driven narratives with a more accessible, humorous approach especially for younger demographics who might dismiss traditional health campaigns.
The hashtag #CopOnCoverUp anchors the campaign across digital and print media, using informal Irish slang to prompt immediate recognition and action. The phrase “Cop On” evokes a sense of personal responsibility, while “Cover Up” provides the direct call to action encouraging sunscreen use, clothing coverage, and shade-seeking behavior.
